‘Why 80% of our B2B content marketing failed’ – Econsultancy
Chris Sheen says, “Like many companies, in the last 12 months the main focus of our marketing strategy was to produce content. And lots of it.
However, on further inspection it turns out we might have been focusing on the wrong metrics.
So whether you’re a B2C marketer or B2B marketer like myself, you’re probably under a fair amount of pressure to produce content.
Bill Gates famously declared that “Content is King” back in 1996 (yep, 20 years ago!) while more recently, respected marketers like Ann Handley have taught us that the best content is “useful, enjoyable and inspired”.
They are sentiments I happen to agree with.
Which is why I tasked our marketing team with increasing the amount of content we published for our blog ‘The Abandoned Cart’ in 2015″.
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